People I've known tend to have a love-hate relationship with coconuts. There's no middle ground, you're either pro-coconut or anti-coconut.
Whether you're for or against the fruits of the coconut palm, you better take notice of the growing coconut water market.
The Huffington Post story points out that Vita Coco banked about $150 million in revenue last year, and are on track to rake in $250 million in 2013.
Not bad cash for a product most people don't know that much about.
Coconuts provide more for human consumption than just desserts and cracking over the head of "Superfly" Jimmy Snuka.
Coconut water, for instance, is high in potassium, while being low in fat, carbs, calories and sodium.
Studies suggest that coconut water can be regarded as a thirst-quencher with a bit more nutritional value than plain water, but there is nothing to support the marketing claims that it is a natural sports beverage.
It helps if you like coconuts, when it comes to the taste of the product. Some are even sold in different flavors, for those who don't like it straight up.
The other issue is price. This stuff isn't cheap (it's more expensive than regular old bottled water).
Two things are for certain....
1) Coconut water appears to be the latest trend when it comes to non-alcoholic beverages. Especially if you're very health-conscious.
2) Whether or not the health benefits are truly inside a bottle of coconut water, I would recommend it for everyone over most fruit juices.